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Webinar: 10 Metrics for PPC & Landing Pages That Help You Make More Money

Larry Kim, WordStream

Carlos del Rio, Unbounce

August 21, 2012

Do you understand these terms?

Question: Which are the most important key metrics to

focus on in your account?

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• 5 Top metrics for PPC campaigns (Larry)

– Why they matter

– How to Rate your Performance

• 5 Important Metrics for Landing Pages (Carlos)

– Why they matter

– How you can improve them

• Questions & Answers

Today’s Agenda

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Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #keymetrics in your Twitter tweets, Google+ status updates, etc.

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Speaker Introductions

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• Carlos Del Rio

– Director of Conversion Analysis & Digital Strategy

– Co-author of User Driven Change: Give Them What They Want and A Strategic Framework for Emerging Media

• Larry Kim

– Founder, CTO, WordStream, Inc.

– Been doing PPC & SEO for 10 Years!

– 3 Years ago, started WordStream!

– Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools

Live Poll Question #1

Question: Which of the following AdWords Metrics would

you say are the most important for managing your Google

AdWords Search campaigns?

a) Clicks, Cost, Cost-Per-Click

b) Quality Score, Click-Through-Rate

c) Conversions, Cost Per Conversion, Conversion Rate

d) Search Query Report

e) Impression Share Report

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The 5 Key Metrics that Define Your AdWords Performance

At WordStream, we believe that you can get a sense for the health of an AdWords account by measuring just 5 key metrics:

1. Quality Score

2. Click-Through Rate

3. Account Activity

4. Long-Tail Keyword Optimization

5. Negative Keyword Usage

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• Baseline your performance

• A free, instant PPC audit in under a minute!

• Grades your AdWords account performance based on the 8 PPC metrics that really matter

• Compares how you’re doing against other accounts of similar size (monthly spend)

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Grade Yourself! http://www.wordstream.com/google-adwords

www.wordstream.com/google-adwords

What will you learn? http://www.wordstream.com/google-adwords

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www.wordstream.com/google-adwords

AdWords Clinic!

• We’ll review 2 real AdWords accounts and review the metrics that matter to determine if they’re succeeding or failing, and what they can do to improve

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Improving Your AdWords Account Metrics

• To improve account performance, leverage

intelligent automation to enable best practices

around key metrics.

• WordStream provides powerful tools and automated

algorithms that can help you improve on your

account metrics.

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• Actionable Search Query Report

• See the search queries that users entered to find

your website

– Add them as keywords if they’re good

– Set negative keywords if they’re bad

• Powerful filters to help you dig through data quickly.

1. Use QueryStream™ to Act on Search Query Data

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• We do all the work of finding

junk keywords

• You just review / approve the

findings.

• Quick. Easy. Powerful.

• 20 Minutes a Week can

improve your ROI on

AdWords by 20% or more!™

2. Use SavingsAlerts™ from WordStream to Eliminate Junk Keywords

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• Leverage WordStream Trillion-Keyword Database™ and

Powerful automated algorithms

• Discovers profitable, relevant mid & long-tail keywords that you

may have missed out on.

3. Target Mid & Long Tail Keywords with WordStream

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• Quickly break-up bloated ad-groups into more targeted,

relevant ad groups.

• Improve CTR, Quality Score, Conversion Rates with just one

click!

4. Split AdGroups for Maximum Relevancy with WordStream

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AdGroup 1

AdGroup 2

AdGroup 3

AdGroup 4

Summary: The 5 Metrics That Matter for PPC

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A. Focus on the 5 PPC Metrics that matter:

• Quality Score

• Click-Through Rate

• Account Activity

• Long-Tail Keyword Optimization

• Negative Keyword Usage

B. Leverage tools and automation to enable PPC best practices to improve your return on investment (ROI) on paid search

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Buy Xena Warrior Princess Chakram 1.) Headline with Call To Action

2.) Demonstration 3.) Value

4.) Support

Wow! The free shipping got

here in two days!

- Happy McCustomer

5.) Action

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Will It Bounce?

Check Message Match

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Conversion Starts

Test Layout & Call to Action

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Conversion Completion

Test Call to Action, Form Length, & Eliminate Coupon Codes

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Abandonment Rate

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Cost Per Action

Improve PPC Factors or Conversion Factors

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Bounce Rate

Conversion Starts

Conversion Completions

Abandonment Rate

Cost Per Action

Summary of Metrics

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Special Offers

• Unbounce

– 30 day free trial

– 50% off for 3 months with promo code WSwebinar503

– Get started at http://try.unbounce.com/with-wordstream/

• WordStream

– Grade your account

– Then get a free account assessment with one of our Search experts

– We’ll help you identify missed opportunities and more

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Live Poll Question #2

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Q: Would you like…

• A free AdWords account audit and help in understanding your score with a certified AdWords Professional

• A demo of WordStream PPC Advisor

Thank you for attending WordStream and Unbounce’s webinar on:

10 Metrics for PPC & Landing Pages That Help You Make More

Money. #ppcmetrics

Evaluate your ppc campaings today!

http://www.wordstream.com/google-adwords

Learn more about Unbounce:

http://try.unbounce.com/with-wordstream Or contact us directly:

Carlos del Rio

carlos@unbounce.com

Larry Kim

lkim@wordstream.com

Your Questions

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